Bitpanda Becomes Official Partner of the ATP Tour: Crypto Meets World Tennis
Bitpanda expands its marketing into the world of tennis and becomes a global partner of the ATP Tour. Crypto is thus establishing itself further in the world of sports.
The ATP Tour, as the top professional series in men’s tennis, and the crypto exchange Bitpanda from Austria have entered into a cooperation. As a “Global Partner” of the ATP Tour, Bitpanda is now allowed to advertise with its naming rights at all events of the series and secure other partnership opportunities. This new cooperation follows other signals from Bitpanda to expand and become better known internationally.
Specifically, Bitpanda will be visible to millions of viewers during ATP Tour events through advertising banners, especially on TV broadcasts. Patrick Mostboeck, Head of Market Intelligence and Public Relations at Bitpanda, explained in a press release that the partnership with the ATP Tour is important for Bitpanda to advance the topics of crypto and financial literacy globally. The ATP, in turn, praised Bitpanda as an innovative company targeting an emerging market.
From a marketing perspective, Bitpanda focuses on the following: Tennis as a sport is appreciated worldwide and has a large, diverse fan base. This also fits with Bitpanda’s mission to popularize crypto among a global audience. Just recently, Bitpanda had also entered into a collaboration with the English club Arsenal FC from the Premier League. There, Bitpanda specifically sponsored the digital drug market aimed at fans.
For Bitpanda, this partnership with the ATP Tour is not the first foray into the world of sports. Other crypto companies also rely on collaborations with sports clubs and organizations for customer acquisition. For example, FTX signed a deal with the NBA team Miami Heat to rename their stadium. Crypto.com also invested heavily in sports marketing.
In the crypto world, such cooperations do not always go smoothly. In the first quarter of 2022, FTX received criticism after the Miami Heat’s stadium failed to renew its sponsorship contract due to lack of payments. However, Bitpanda reportedly assured that its partnership with the ATP Tour is well-funded and designed for continuity. The ATP Tour, in turn, is expected to feature Bitpanda’s brand at the major tennis events in London, Paris, and New York City.
In conclusion, the cooperation between Bitpanda and the ATP Tour shows how crypto marketing in the sports sector is taking on new dimensions. By focusing on global sports like tennis, where diverse fan groups are involved, crypto companies hope to reach all target audiences and achieve lasting resonance.
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